Distribution of online retail sales in Italy 2021, by category
The online consumer goods' market sees mainly two types of retailers competing in Italy: brick-and-mortar retailers and pure players such as Amazon or Cortilia. In the 12 months ending the second quarter of 2021, grocery retailers accounted for over 90 percent of the value of online food sales and 70 percent of home care products. Meanwhile, pure players recorded the best results in the personal care and baby care segments, with 87 percent and 65 percent of the market share, respectively.
